Logo
The idea behind my logo was to make an elegant, readable, and playful mark. I wanted to stick with strictly typographic to push the elegant and modern appeal. Conceptually, the idea of us connecting with the universe in is represented by the star period you find at the end of the word “apothecary.” This mark is repeated throughout the design.
Secondary Logo
The idea behind my secondary logo was to stick with a simple design focusing mainly on the “A” for “Apothecary.” Within the lowercase A the star element is repeated as well as a growing leaf to allude back to the idea of connecting the Earth and the Universe together. These elements bring closure to the complete part of the A.
Logo Process:
Typography
The primary, main header type used throughout the design is 5th Avenue, a modern serif typeface with beautiful contrast and ligatures. The friendly and elegant nature of this typeface was perfect for The Apothecary’s aesthetic.
The secondary, body type used throughout the design is Arboria. The geometric san serif typeface is easily legible even when shrunk down which is very important and is shown within the crystal cards.
Colors
The main colors used throughout the design are the Red Jasper, Rose Quartz, and Moonstone colors complimented by the Green Aventurine and Dark Malachite. The reason these colors are used is to hone in on the feeling of connecting with nature and being one with the Earth.